Each week Bestads picks the very best advertising in the world, in every medium – which is reviewed by a top creative director or team to select their own personal favourites.
This week’s guest judge is Polina Zabrodskaya, creative director at AMV BBDO, London.
Winner: Gatsby Perfect Skin Lotion: The Kawaii Tweak Hazard Song. If you watch all of this week’s TV submissions, you’ll notice something interesting: half of the spots are over three minutes long. Is it an undercover rebellion against the 6″ social ads and 20″ non-skippable pre-rolls? An attempt to trick the world into thinking a five minutes ad is practically a short film? What can a brand possibly offer to reward the audience for several minutes of their attention? Our eyes got used to watching films with astronomical budgets, our ears don’t get surprised at the sound of an explosion anymore, the one thing left is an unexpected story. And that’s where this spot wins. I think this idea deserved a bigger production budget and two extra weeks to craft the sound but even without those, I’ve enjoyed every second of it. READ ON…